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Social media and vet medicine evolve

At a Brakke Consulting Inc., veterinary industry roundtable last week at the Kansas City. Mo., office of law firm Stinson Morrison Hecker LLP, Advanstar’s Marnette Falley shared data from 2,600 veterinarians/staff on their use of social media.

While this data encompassed companion-animal practices, the trends are starting to appear on the food-animal side of practices as well. More and more practices are using social media for outreach to clients (i.e. Facebook pages) and even client education (YouTube videos).

Mobile devicesSmartphone use is increasing, with 72% of respondents indicating they used one, and 60% of those are iPhones. Smartphones were used for:

62% used for social media (Facebook/Twitter, etc.)

83% web browsing

91% e-mail

Of those using mobile tablets (49%), 75% of them are using an iPad.

90% media tablets

10% e readers

62% used for social media

When asked about social media platforms, 81.3% said they used one more of Facebook, Twitter, Pinterest, Google+, Linkedin, YouTube or Instagram. Reasons given for use of those platforms were:

48% to educate and connect with vet clients

45% to connect with veterinary peers

38% to get veterinary news updates

33% to follow information about veterinary events

15% to follow leaders in the veterinary community

Of the veterinarians and staff who responded, 38% indicated they used social media several times a day. A ranking of usage of different types of social media used was:

67% used Facebook

41% used YouTube

36% indicated Google+, but Falley says this seems artificially high and may be tied more to a person’s gmail account and not actual Google+ usage

34% used Linkedin

17% used Twitter

5% used Pinterist

2% used Instagram

Personal Facebook accounts were used by 28%, and professional (practice participation) use was 8%. Falley said Facebook was the most popular personally and professionally.